This unit examines major psychological influences on consumer behaviour. When consumers choose one product over another, there are mental and social factors in place. For example, consumers go through stages in making purchase decisions. Understanding these stages is the key in deciding which marketing tools would be the most effective in influencing consumers’ decisions. Marketers try to understand consumers’ perception and attitudes towards different brands and products by examining psychological factors.
It is recommended that you complete the accompanied readings from the course textbook that complement the lessons. The readings include content and additional examples that will allow you to achieve the indicted learning outcomes as indicated in your textbook for Chapter 5 and will cover the content for Week 4. You will be expected to achieve learning outcomes LO1, LO3, and LO4 for this chapter.